Hohe Abbruchquoten und Spenderfrustration durch umständliche Patenschaftsprozesse

Definition

Several German zoos still rely on offline or semi-offline processes. Zoo Duisburg asks interested sponsors to fill out an animal sponsorship application and send it by post, fax or email, then transfer the donation amount separately; only after the transfer is the sponsorship confirmed and a certificate sent.[1] Tierpark Neumünster links to an online request but still requires separate bank transfers and manual scheduling even for paid sponsor tours.[3] By contrast, some organizations emphasize the ability to set up standing orders but still do not offer a full online end-to-end payment and contract process.[2] Each additional step (printing/signing, scanning, manual bank transfer, delayed confirmation) is a friction point where interested donors may abandon, especially for low- to mid-value sponsorships (50–200 €) that are often impulse or gift decisions. Industry data from online fundraising generally shows that each additional step or medium switch can reduce conversion by 10–20 %. Applied to a sponsorship funnel where, for example, 2.000 interested website visitors might consider sponsorships, a 10–20 % drop between intention and completed payment translates directly into foregone annual and recurring revenue.

Why This Matters

This pain point represents a significant opportunity for B2B solutions targeting Zoos and Botanical Gardens.

Affected Stakeholders

Leitung Fundraising/Development, Marketing & Kommunikation, IT/Digitales Marketing, Geschäftsführung

Related Business Risks